环境价值共创：农产品与餐饮品牌双向赋能与价值增值路径研究——以H品牌面馆品牌地域食材与品牌叙事为例

Environmental Value Co-Creation: Research on the Two-Way Empowerment and Value-Added Path of Agricultural Products and Catering Brands—A Case Study of “H Brand Noodle Restaurant” Regional Ingredients and Brand Narrative

摘要: 在双碳目标和乡村振兴战略双重背景下，餐饮行业的绿色低碳转型已经成为一种必然的流行趋势。本论文以H品牌面馆为研究对象，探讨如何将环境价值内化转型成为品牌的核心发展竞争能力并赋能农产品，形成现代农业产业链。本论文将阐述H品牌面馆如何通过绿色供应链构建产业源头，环境叙事营销以及在面对危机时如何自救并快速转型，有效提升品牌知名度以及消费者满意度，实现农产品与餐饮品牌的双赢局面。以期为餐饮业绿色转型与农村发展和乡村振兴背景下的产业融合发展提供理论依据和实践路径。

Abstract: Under the dual context of the “Dual Carbon” goals and the Rural Revitalization Strategy, the green and low-carbon transformation of the catering industry has become an inevitable trend. This paper takes H Brand Noodle Restaurant as a case study to explore how to internalize environmental value and transform it into a core competitive advantage for the brand, while empowering agricultural products to form a modern agricultural industry chain. The study elaborates on how H Brand Noodle Restaurant establishes a green supply chain as its industrial foundation, employs environmental narrative marketing, and demonstrates self-resilience and rapid transformation in times of crisis. These strategies effectively enhance brand visibility and consumer satisfaction, achieving a win-win situation for agricultural products and the catering brand. This research aims to provide theoretical insights and practical pathways for the green transformation of the catering industry and the integrated development of industries within the context of rural development and revitalization.